McDonald's Latest Emotional Appeal

In yet another attempt to win customers and stave off declining revenue, McDonald's created a clever ad for Game Day. The company's Super Bowl ad is called Pay with Lovin'. If you're one of the lucky few to be selected through February 14, you'll get a free item by, for example, calling your mother to tell her you love her, dancing, or hugging someone.  

A McDonald's spokesperson said, "We want to thank our customers for making our day and hopefully they will make someone else's as well-that's what Lovin' is all about. From selfies, hugs to high fives-we have a bunch of fun ways to express your Lovin'."

Also this week, McDonald's CEO has "retired."

Discussion Starters: 

• What do you think of the ad and the marketing strategy?
• What other ideas do you have for McDonald's? How else can the company lure customers to the restaurants with emotional appeal?

Taco Bell Pays Conan O'Brien to Poke Fun

Why would a company hire Conan O'Brien to call a brick "the first experimental taco"? The late-night TV host is known for his "spontaneous," "awkward" humor, and his pitch for Taco Bell is no different.

In a nearly 10-minute video watched on YouTube by 1.4 million people, O'Brien brings the head of his IT department to Taco Bell headquarters for a full tour. They learn some history, watch people taste-testing food, and try new products. After eating a casa lupa, which O'Brien says sounds like a "case of lupus," he fakes a seizure. 

The video is on Conan's site but at the end reads: "Paid Consideration Provided by Taco Bell Corp." 

Discussion Starters:

• How effective is this Taco Bell promotion? What works well?
• Do you find it deceiving, or should people know that it's essentially a paid advertisement?

Adidas CEO Defends His Job

Facing criticism about the future of Adidas, CEO Herbert Hainer won't step down. In an article in a German newspaper, Hainer admitted to losing sales to Nike and said "Suddenly, everything that was right for 12 years, was wrong."

Hainer has been CEO since 2001, and a succession plan is in progress, but some investors want to see a change sooner than 2017, when his contract ends. Pressure started back in September, when the company saw declining sales in soccer and Reebok products and after the stock had dropped 38% for the year.

Hainer admits mistakes in investing in the soccer market but says, "If I no longer had the ambition and the energy, and the firm belief that I can bring the company further forward, then I would stop immediately."

Image source.

Discussion Starters:

• What's your view of Hainer's decision to speak with the German newspaper? What other options does he have for conveying his point of view?
• How do you think the Board feels about Hainer's position and his comments to the newspaper?
• Do you find Hainer's comments convincing?

TurboTax Apologizes for Change

TurboTax changed its software and didn't communicate the decision as well as it could have. People rely on the program to do their own taxes rather than hiring an accountant. But the company omitted some forms, and users didn't realize until they starting working in the system. 

General Manager Sasan Goodarzi is front and center-including this photo- in the apology that was distributed by email to TurboTax registered users.

Download full TurboTax apology.

Discussion Starters: 

• What principles of business writing does Goodarzi use in his statement? Particularly consider the organization: how is the statement structured, and how does he organize each paragraph? 
• How effective is his apology? What might users appreciate, and what could further anger them?

DC MTA Apologizes for a Death

Unlike the NY-area MTA when a train derailment killed four people, the Washington, DC, MTA is doing the right thing: apologizing for a death. Smoke filled a subway car, and officials later described communication with emergency personnel as "ineffective or sporadic."

One woman died, and about 80 riders were hospitalized. Some riders say they were trapped for more than 30 minutes before being rescued. Passengers tried to revive the 61-year-old Carol Inman Glover but were unsuccessful. 

A report by the Fire and Medical Emergency Services department details the incident, including transcripts of 911 calls. 

The MTA's apology is interesting in light of pending lawsuits, a common reason for organizations to avoid such displays of humanity. 

Discussion Starters: 

• Analyze the statement: the choice of a full-page ad in the Washington Post, the word choice, etc. 
• What principles of report writing from Chapter 10 does the department use in the report? What could improve the report?
• Read the emails and 911 communications in the report. Any surprises?

McDonald's "Signs" Campaign

McDonald's is trying another tact for improving business. The latest marketing campaign, "Signs," shows the company standing by the community in times of tragedy. 

McDonald's is certainly taking different approaches from simply promoting the taste of its food. The previous campaign focused on how food is made-an attempt at transparency, which worked for some but not everyone. The same could be said of this one. 

Steve McKee, president of an ad agency in Albuquerque, complimented the approach: "I thought the ad was awesome. It's clear that all the billboards were real. It was demonstrating that McDonald's is Americana." Some say the ads distinguish McDonald's from Wendy's, Chipotle, and Burger King, which couldn't make such claims.

But others say the company is capitalizing on tragedy. And of course, any campaign is an opportunity for ridicule. 

Discussion Starters: 

• Describe the ad strategy. What objectives is McDonald's trying to achieve?
• What's your view of the campaign: tasteless, clever, or something else?

Honda Responds to $70 Million Fine

Honda has been fined a record $70 million for not reporting 1,729 injuries and deaths to The National Highway Traffic Safety Administration (NHTSA). The amount is twice what GM was fined when it failed to report 40 deaths because of ignition issues. 

In a press statement, Honda blamed data entry and other errors for the reporting failure and promised to take "corrective measures":

Honda Resolves NHTSA Inquiry Regarding Early Warning Reporting

TORRANCE, Calif., Jan. 8, 2015 – American Honda Motor Co., Inc. ("Honda") has entered into an agreement with the National Highway Traffic Safety Administration (NHTSA) to resolve the government's inquiry into Honda's early warning reporting as required by the Transportation Recall Enhancement, Accountability and Documentation (TREAD) Act. As part of the Consent Order, Honda will pay a $70 million civil penalty and continue to implement a series of corrective measures among other requirements.

"We have resolved this matter and will move forward to build on the important actions Honda has already taken to address our past shortcomings in early warning reporting," said Rick Schostek, executive vice president, Honda North America, Inc. "We continue to fully cooperate with NHTSA to achieve greater transparency and to further enhance our reporting practices."

In order to ensure full compliance with its early warning reporting obligations, Honda has already begun taking steps to correct the errors responsible for the violations. The company is in the process of initiating new training regimens, changing internal reporting policy, making staffing and organizational changes, and enhancing oversight of its early warning reporting process.

The settlement agreement follows Honda's November 24, 2014 response to a Special Order issued by NHTSA in early November. That order was prompted by Honda's disclosure t NHTSA of preliminary findings from a third-party audit Honda commissioned in September 2014 in response to inadequately addressed discrepancies in the company's early warning reporting. In responding to the Special Order, as previously disclosed, Honda identified under-reporting of written claims or notices of injuries or deaths over the past decade due to errors related to data entry, computer coding, regulatory interpretation, and other errors in warranty and property damage claims reporting.

Discussion Starters: 

• Assess Honda's statement. What works well to explain the company's position, and what could be improved? 
• Do you buy Honda's explanation of the reporting failures? 

Marriott's Response to Wi-Fi Criticism

Marriott has been criticized for blocking guests' personal Wi-Fi connections, and the company petitioned to the Federal Communications Commission (FCC) for permission to use jammers. The request is still pending, but the FCC recently fined a Nashville Marriott for preventing guests' access to their own hotspots.

Critics say that Marriott wants to continue charging fees for Internet access while guests should be able to bring their own access. Conference guests, particularly, sometimes prefer their own hotspot to ensure a faster connection when multiple users are on simultaneously. But in a statement on its website, Marriott explains the company's position as a security issue rather than a way to control access:

12/30/2014

Marriott's Response to FCC Petition Filing

We understand there have been concerns regarding our position on the FCC petition filing, perhaps due to a lack of clarity about the issue. To set the record straight it has never been nor will it ever be Marriott's policy to limit our guests' ability to access the Internet by all available means, including through the use of personal Mi-Fi and/or Wi-Fi devices. As a matter of fact, we invite and encourage our guests to use these Internet connectivity devices in our hotels. To be clear, this matter does not involve in any way Wi-Fi access in hotel guestrooms or lobby spaces.

The question at hand is what measures a network operator can take to detect and contain rogue and imposter Wi-Fi hotspots used in our meeting and conference spaces that pose a security threat to meeting or conference attendees or cause interference to the conference guest wireless network.

In light of the increased use of wireless technology to launch cyber-attacks and purposefully disrupt hotel networks, Marriott along with the American Hotel & Lodging Association on behalf of the entire hotel industry is seeking clarity from the FCC regarding what lawful measures a network operator can take to prevent such attacks from occurring. We feel this is extremely important as we are increasingly being asked what measures we take to protect our conference and meeting guests and the conference groups that are using Wi-Fi technology in our hotels.

The FCC is accepting comments about the situation.

Discussion Starters: 

• Marriott's statement has lots of qualifiers, such as, "To set the record straight," "As a matter of fact," and "To be clear." What do you make of these phrases? 
  
• Should Marriott say more about the situation? The company denied comment for a Huffington Post article. 

Ogilvy Apologizes for Distasteful Ad

Ad agency Ogilvy & Mather has apologized for an offensive ad produced for Kurl-on, an Indian mattress company. What could go wrong when portraying a 14-year-old Taliban shooting victim in a cartoon? 

The company wanted to show that heroic figures "bounce back," but the ad doesn't quite work. The New York Times describes Malala Yousafzai, featured in the promotion: 

"At the age of 11, Malala Yousafzai took on the Taliban by giving voice to her dreams. As turbaned fighters swept through her town in northwestern Pakistan in 2009, the tiny schoolgirl spoke out about her passion for education - she wanted to become a doctor, she said - and became a symbol of defiance against Taliban subjugation."

Two other ads in the series aren't much better. Steve Jobs is shown pushed out a door, and Gandhi is thrown from a moving train. 

Before this one hit paid media outlets, online news organizations flagged the image. Although Kurl-on hasn't responded to inquiries, Ogilvy issued this statement: 

"We deeply regret this incident and want to apologize to Malala Yousafzai and her family. We are investigating how our standards were compromised in this case and will take whatever corrective action is necessary."

Discussion Starters: 

• How do Kurl-on and Ogilvy share responsibility for the ad? How did this happen? 
• The ad was created in Ogilvy's Indian office and produced in a Chilean studio. How, if at all, do these facts affect your thinking about the ad?

AirAsia CEO Apologizes for Lost Flight

In a news conference, CEO Tony Fernandes apologizes to the families of victims of the lost AirAsia flight. Fernandes responds to questions about the cause and compensation generally, but promises not to "run away from our obligations or hide behind any conventions. We will be there for the staff. . . [correction] for the families, even after all of this is over." 

The Washington Post describes Fernandes as "a flamboyant Malaysian-born, British-educated former Warner Music executive, [who] had dreamed of operating his own budget airline since he was in school." He describes the lost flight as a "scar with me for the rest of my life."

The airline is suffering further embarrassment because of an in-flight magazine ad that bragged about the pilots' superior training: "well prepared to ensure [their] plane will never get lost." The article was published soon after the disappearance of Malaysia Airlines flight MH370.

Discussion Starters: 

• Assess the news conference. How well did Fernandes handle the questions? 
• At some point, he says that having families where they are trying to evacuate will "complicate" the process. What's your view of this statement?

Sears CEO Explains Store Closings

Our local Ithaca, NY, Sears store closed last month-one of more than 200 in 2014. Sears Holdings Co. CEO Eddie Lampert explained the decision in a post on the company's website. Part of his message is about keeping underperforming stores open as long as possible:

"I am proud of the work associates contribute to serve our members in all of our stores and believe that the decision to keep some of our worst performing stores open in the past, despite their low or negative levels of profit, was the right one because we kept people employed and served our members. We have experimented with different formats, different levels of investment and different processes to bring about a better result. Given changing circumstances, both in the retail industry and in our company, we can no longer afford, nor justify keeping these stores open."

In a second blog post a day earlier, Lampert writes, "Is something a 'failure' if other successes come from it?" He responds to a Crain's Chicago Business article that criticized Sears for being too merchandise-driven when it needs to evolve as a market-driven company. 

"Success takes both hard work and a willingness to keep what works and adjust what doesn't based upon what our members want. This is what we and our competitors needed to do back in 1988. It's what so many people across our company are doing today, and it's how we are going to bring Sears and Kmart forward into tomorrow."

If nothing else, Lambert's determination shows in the number of his blog posts. Between 2005 and 2013, he wrote no more than three posts per year. In 2014, he's blogging between two and nine times a month.  

Image source. 

Discussion Starters: 

• How does Lambert use principles of persuasion discussed in Chapter 7 in his "Moving Forward" post about the store closings? 
• Compare Lambert's early posts on the blog (2005 and 2006) with his most recent. What differences do you notice, and how can you account for them? 

McDonald's Latest Food Video

The latest McDonald's video describing how its food is made features Chicken McNuggets. Part of the series, "Our Food, Your Questions," the video shows the ingredients and process of making this popular McDonald's item.  

McDonald's sales continue to falter. Although better than some analysts' projections last month, the company has been losing revenue. This campaign is an attempt at transparency-to address customers' long-standing questions openly and directly. So far, the results are questionable.

Discussion Starters: 

• What's your view of the latest video? What is effective and what is ineffective in conveying McDonald's message? 
• How, if at all, does the video change your view of Chicken McNuggets? 
• What else could the company do to improve the image of its food?

Walgreens Pulls Swastika Wrapping Paper

Would you like swastikas with your Hanukkah wrapping paper? Traditionally, blue-colored wrapping paper would be used for Hanukkah gifts, but paper at Walgreens, part of a Hannukah display, includes a pattern that few Jews would appreciate. 

A Walgreens representative said, "We are in the process of removing the product from our stores," but the company made no other comment about the design. A Hallmark statement acknowledged that the paper "has an unintentional offensive background image" and a representative said, "We sincerely apologize for this oversight and for (the) unintended offense."

Discussion Starters: 

• How does a mistake like this happen? 
• Hallmark says the image is "unintentional" and the offense is "unintended." Do you buy it? 
• What else, if anything, should Walgreens and Hallmark do? 

Rolling Stone Is Sorry for Its Apology

After its article about rape at the University of Virginia, Rolling Stone has made a couple of apologies. The article described a gang rape at a fraternity and other issues of sexual assault on campus. Since it was published, the Washington Post found some discrepancies in the story.

In a statement, the fraternity disputed some of the allegations and connections. They denied having a social event during the weekend in question, found no member of the fraternity working where the victim claims to have met him, and affirmed its commitment to the university's code regarding pledge initiation: 

"Third, our Chapter's pledging and initiation periods, as required by the University and Inter-Fraternity Council, take place solely in the spring semester and not in the fall semester. We document the initiation of new members at the end of each spring. Moreover, no ritualized sexual assault is part of our pledging or initiation process. This notion is vile, and we vehemently refute this claim."

Rolling Stone Managing Editor Will Dana responded, at first, rather strongly.

"In the face of new information, there now appear to be discrepancies in Jackie's account, and we have come to the conclusion that our trust in her was misplaced. We were trying to be sensitive to the unfair shame and humiliation many women feel after a sexual assault and now regret the decision to not contact the alleged perpetrators to get their account. We are taking this seriously and apologize to anyone who was affected by the story."

Subsequently, the magazine issued a statement describing its reporting process in more detail and expressing regret for granting the victim's request to not speak with the alleged assailants. The tone is softer and accepts more of the responsibility rather than blaming Jackie's trustworthiness: "These mistakes are on Rolling Stone, not on Jackie."

Letters and articles in UVA's Cavalier Daily give us a window into discussions on campus about the story.

Discussion Starters:

• After reading the Rolling Stone and Washington Post articles, what's your view of the story? How
• Read a few letters and articles in Cavalier Daily. How do these shape your thinking about the Rolling Stone story?

Gap's Failed "Dress Normal" Campaign

Business Insider blames Gap's declining sales on its failed "Dress Normal" campaign. Created by agency Wieden+Kennedy, the ads feature celebrities and push the notion of normal as an individual belief.

According to Gap's press release, "the campaign is rooted in the same core values the brand has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves."

Criticism started when the campaign was announced and continues today, as Gap sales dropped 4%, in November compared to a 2% increase this time last year. Writers and analysts called the campaign "blah" and "too normal."

Maybe the campaign failed because people couldn't stand the bad grammar.

Discussion Starters:

• What's your view of the campaign? Read the press release and look at a few of the photos.
• Am I being too picky about the grammar? 

Staffer Resigns After Comments About Obama Girls

A Republican staffer made negative comments about President Obama's teenage girls, apologized, and resigned. Elizabeth Lauten, communications director for a Tennessee representative, posted on her Facebook page during the annual White House turkey-pardoning event:

"Dear Sasha and Malia, I get you're both in those awful teen years, but you're a part of the First Family, try showing a little class. At least respect the part you play. Then again your mother and father don't respect their positions very much, or the nation for that matter, so I'm guessing you're coming up a little short in the ‘good role model' department. Nevertheless, stretch yourself. Rise to the occasion. Act like being in the White House matters to you. Dress like you deserve respect, not a spot at a bar. And certainly don't make faces during televised public events."

Video of the event shows the girls at the president's side during his speech and the traditional turkey-pardoning.

A Forbes writer criticized Lauten, noting that the event is silly, and the girls acted as expected: as awkward teenagers embarrassed by their father's "dad-jokes." Elisa Doucette also questioned Lauten's apology.

 According to Doucette, this would have been a better apology:

I wanted to take a moment and apologize to Sasha and Malia Obama for a post I made on Facebook earlier today judging them at the annual White House turkey pardoning ceremony:

When I first posted on Facebook I reacted to an article and I quickly judged the two young ladies in a way that I would never have wanted to be judged myself as a teenager. After many hours of prayer, talking to my parents, and re-reading my words online I can see more clearly just how hurtful my words were. Please know, those judgmental feelings truly have no place in my heart. Furthermore, I'd like to apologize to all of those who I have hurt and offended with my words, and I pledge to learn and grow (and I assure you I have) from this experience.

Discussion Starters:

• After watching the video, what's your view of the girls' behavior? Are Lauten's comments justified?
• Compare Doucette's revised apology to Lauten's. What differences do you notice? What principles of business communication does Doucette suggest?

Takata CEO "doesn't view this as a crisis..."

According to business associates of Takata CEO Shigehisa Takada, he is calm and doesn't consider the airbag situation a crisis. Although at least five people were killed, eight were seriously injured, and millions of cars were recalled as a result of Takata's faulty airbags, the third-generation CEO doesn't seem overly concerned. 

The company is being sued, and executives answered tough questions at a Senate Hearing recently. All signs point to a crisis. But, according to a Business Insider article, three people who spoke with Takada thought he denied the gravity of the situation. As one said, "He acts like this recall is going to blow by in due time and harbors little sense of crisis." Another said, "He's a nice man, very sincere and seemingly capable, but he doesn't view this as a crisis spiraling out of control." 

In part, the article blames pressure from the large automakers, pressure from lawyers, and pressure from a former, powerful Takata executive, Takada's mother: "Imagine being her son and trying to exercise leadership with her buzzing around you. He's paralyzed to make decisions on his own."

Image source. 

Discussion Starters: 

• Does Takada need to act differently? Should he be more visible? 
• Describe possible pressure from clients, such as Toyota and Honda. What are their concerns in this mess? 
• What about attorneys? What are their concerns for the company? 

Old Navy's Plus-Sized Clothing Policy

Responding to criticism, Old Navy has changed its policy for returning plus-sized clothing but not its pricing. Renee Posey posted a complaint and started a Change.org petition because the company is upcharging for larger women's clothes but not men's.

Gap, Old Navy's parent company, issued this statement:

To Renee Posey and our valued Old Navy customers: 

Recently, important questions were raised about Old Navy's women's plus size line, which has given us an opportunity to hear invaluable feedback from our customers. What we've heard from you has inspired us. We'd like to keep the conversation going. 

There's a lot of room for improvement in the way plus-size clothes are designed and marketed throughout the industry-at-large. At Old Navy, a significant amount of work is invested in making sure plus-size women feel beautiful and on-trend at a price they can afford when they wear our label. Not many apparel brands can say that they've had a dedicated plus size line for as long as we have (since 1994). But, we always want to learn and see how we can improve. 

Today, it starts with doing more. We will do a better job communicating the value we provide to plus-size customers and begin forging a stronger relationship with customers. As a result of customer feedback, we are updating our policy to allow in-store returns of women's plus size clothes, starting December 5. We also hear loud and clear that Old Navy needs to be better about engaging with our plus size customers. 

To that end, Old Navy will be forming a new customer panel to gather insights that will further enhance our plus size collections. This group, which will kick off in January, will focus on discussion, fashion brainstorming and product feedback directly to the Old Navy design and marketing teams. Meeting four times a year, they will test drive new Old Navy women's plus designs and serve as a sounding board for the Plus Design team. We are excited about the ways in which their input will enhance the Old Navy customer experience. 

Some of our customers have pointed out that our women's plus line is priced differently than our men's extended sizes line and they're right – it is. 

It's priced differently because it is different. We invest more in our product, and we're proud of what we deliver. 

Looking back, we have not done enough to celebrate what is unique and special about Old Navy's plus line. Thanks to the work of a dedicated plus design team – a rarity among our competitors -- we create patterns specifically for our women's plus size line to ensure the best fit and experience. 

The reality is that while our men's line is meant to provide affordable, fashion-forward options for various shapes, sizes and heights, men have different needs when it comes to fashion. Our men's line embraces the same values of fun, fashion and family, but our extended-size menswear is the exact same design and therefore the exact same price. 

We plan to continue to offer women's plus fashion essentials at accessible prices. 

Clothes are meant to be empowering, flattering and a way to express your personal style. Old Navy is proud of the clothes that we create for fashion-forward women of all sizes. 

Sincerely, 
Edie Kissko, Old Navy spokesperson

Although Old Navy didn't commit to changing its pricing, Posey posted a comment on Change.org calling the result a "success." At the same time, she acknowledged, "These are important first steps that will lead to the further changes we would like to see..." Following is the first paragraph, and the entire post is here. 

Hi Everyone!

When I started this petition a couple of weeks ago, I had no idea what it would lead to. I thought a few people who know me might sign and that would be that. With over 95 thousand supporters at the time of this writing, I think it's safe to say that the results have far exceeded my expectations! Read more.

Discussion Starters: 

• How convincing do you find Old Navy's response? Would you call it a "success"? Why or why not? 
• What's your view of the policy? Is it fair, unfair, or something in between?

University Presidents Respond to Sexual Assault Charges

University presidents are under pressure to respond to charges that they aren't doing enough about sexual assault. Following are two examples: University of Virginia and Lincoln University of Pennsylvania.

University of Virginia President Teresa A. Sullivan wrote a letter after a Rolling Stone article criticized the university's response to a rape in a fraternity. The letter has since become one of many posted on the U.VA's website attempting to address anger and disappointment at Sullivan's response:

"UVA president Teresa Sullivan responded quickly, explaining, rather underwhelmingly, that her administration was 'marshaling all available resources to assist our students who confront issues related to sexual misconduct.' On Wednesday, Sullivan requested an investigation of a campus fraternity specifically mentioned in the original piece. But for many in the UVA community, this isn't enough."  (Slate)

Anger was fueled partly because the university appointed an investigator who is an alumnus of the fraternity.

A Chronicle article examined how Sullivan's second letter differed from her first. In a side-by-side comparison, the author compares Sullivan's defensiveness in the first letter to her acceptance in the second. In the first letter, she uses more "we" language; in the second, she seems to take more personal responsibility by using "I" more often. In the second letter, she identifies new steps the university is taking immediately. And in the second letter, she uses the term "rape," rather than "sexual assualt," "sexual misconduct," and "sexual violence." In later messages, she refers to "gang rape."

In related news, Lincoln University of Pennsylvania President Robert R. Jennings recently resigned when critics couldn't be appeased. During a convocation for female students, Jennings said, among other comments:

"Why am I saying all this, ladies? I'm saying this because, first and foremost, don't put yourself in a situation that would cause you to be trying to explain something that really needs no explanation had you not put yourself in that situation."

Discussion Starters: 

• What can crisis communicators learn from the U.Va. experience? 
• Read all of the communications on U.Va.'s web page about sexual assault. What else do you notice about tone and messaging?  
• What are your thoughts about the former Lincoln University president's comments? Did those who encouraged his resignation do the right thing? 

Florida State Responds to Shooting

At about 12:30 a.m., someone entered a library at Florida State University and shot four bullets. Three people were injured, and the gunman was shot dead by police when he failed to put down the gun and shot at one of the officers.

Tallahassee and university police officers assured people that the campus is safe, emphasizing that this was an "isolated incident" with "one person acting alone."

Messages on FSU's emergency alert page described the situation and announced that classes were cancelled for today. The site included this statement from the university president.

MESSAGE FROM UNIVERSITY PRESIDENT JOHN THRASHER REGARDING CAMPUS SHOOTING

The Florida State University community is extremely saddened by the shootings that took place early this morning at Strozier Library, in the very heart of campus, and our thoughts and prayers are with the families and loved ones of all those who have been affected.

The three students who have been injured are our highest priority followed by the needs of our greater university community. We will do everything possible to assist with their recovery.
Over the past few hours, I have received several briefings from administrators and law enforcement regarding campus safety and security, and they have established that this was an isolated incident. Florida State University and Tallahassee police departments have done an extraordinary job taking quick and decisive action to prevent further tragedy, to secure the scene and to keep campus safe. They have assured me that there is no further threat.

We are increasing security measures and providing a strong law enforcement presence on and around campus today. I have great confidence in the abilities of our local law enforcement agencies to handle this matter.

As we try to make sense of what is a senseless incident, the Counseling Center and Employee Assistance will provide counseling and support for FSU faculty, staff and students affected by these events. Should anyone need or desire such services, please contact the center at the Askew Student Life Building or call (850) 644-2003.

We will continue to share information with you regarding this matter as it becomes available.

Discussion Starters:

• Analyze the three police officers' statements in the news conference. Although we see only short segments, describe their roles in providing information. How did they divide content, and do you find the information useful and relevant?
• What should be the university president's next step in communication?